Today we’re talking with Tom Newhouse, VP of Digital Marketing at Convergence Media. Tom has had a lengthy career in digital campaigning. He was formerly the Digital Director at the National Republican Congressional Committee and for the last six years he’s been leading digital efforts for Convergence’s roster of candidates, PACs, and organization. We’re talking Artificial Intelligence today. Why is it in the news, how is it being used in politics, and what do political professionals need to know about this exciting new technology?
Key Takeaways:
1. Good Creative is Grounded in Strategy
Tom Newhouse emphasizes that flashy design and catchy slogans are only effective when rooted in a clear strategy. Creative must serve the campaign’s goals.
2. Political Ads Should Evoke Emotion, Not Just Logic
Newhouse believes campaigns often rely too much on facts and policies. Emotional resonance—joy, fear, pride—is what moves voters to act.
3. Know the Medium, Tailor the Message
He explains that ads need to be created specifically for their platforms. A message that works on TV might fail on TikTok, and vice versa.
4. Agility Beats Perfection in Rapid Response
In fast-moving political environments, campaigns must prioritize speed over polish. Getting a good-enough message out quickly can be more powerful than waiting for perfect creative.
5. Authenticity Beats Overproduction
He advises campaigns to avoid overly polished, corporate-looking content. Real stories, real people, and behind-the-scenes looks are often more compelling.
Watch on YouTube:
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